The marriage and love needs of hundreds of millions of people have spawned a huge marriage and love market. Soul, Momo, tantan and other social head platforms, "big factory Intranet" and workplace social platforms are exploring "blind date business". Recently, more vertical Internet dating platforms have sprung up, giving young people who hate offline dating and are anxious to get rid of their orders a new choice.
This kind of Internet dating platform, under the banner of "free and high-quality dating", will display the user's photos, graduation institutions, age, height, occupation, annual salary and other information. It will also use playful words to describe personal introduction, interests, feelings, and even its MBTI personality type.
However, netizens' comments on such dating platforms are mixed. Some people think they are very efficient and can quickly match the right object; Other voices said "it's a pit", the charge is high, "there are many" supports ", and" they are all pig killing dishes ".
Bullwhip experienced several Internet dating platforms with high degree of market discussion. Their modes are similar and their quality levels are uneven. There is still a long way to go to realize "off order".
"Urged" out of the huge market
"I hate offline blind dates very much." Internet dating platform user Xiaodong told whip Niushi.
On social platforms, there are not a few voices like Xiaodong. Many netizens said that the more times they "(blind date), the more they doubt themselves." "blind date shows a sense of inferiority." "every blind date shocked me." "what I hate is not blind date, but the feeling that can be arbitrarily involved and arranged".
Offline blind dates are resisted by young people. "Internet blind dates" are more active, freer and more in line with young people's habit of making friends.
"After leaving school, there are fewer channels to know people." Yiyi told whip Niushi that this is the reason why she chose to use the Internet dating app.
On the other hand, stranger social platforms such as Momo and soul have been criticized as unreliable, especially for users with "blind date" needs.
"Soul will have some vulgar remarks and photos," Xiao Jiang, a deep user of soul, said to whip Niu Shi Xi Xi, who has successfully "taken off the order", has used exploration, but "I feel that people are unreliable". She has also used treasure.com, "matchmaker will recommend five a day, and she hasn't found a suitable one in three months".
Data show that in 2018, China's single adult population reached 240 million. Hundreds of millions of people just need marriage and love, which directly gave birth to a huge marriage and love market.
Some time ago, the Korean love complex "being single is hell" was popular at home and abroad, dominating the search of major platforms on the list; In recent years, the domestic "love tide" has also been flourishing, such as "heartbeat signal", "let's fall in love", "love dream space", "I like you too", and so on. This also makes the Internet dating platform rub on the "heat" and come to the public.
According to bullwhip, the popular dating platforms on the market at present are: Foreign Social app "bumble" with foreign students as the main target group; It is positioned as "a platform for making friends with highly educated and high-quality youth", and it is called "Ivy League love" that can't be registered without going to college; Focus on the "flower blooming on the street himmr" of 985 dating market; The "single youth self rescue platform" originated from Tencent's internal dating community, as well as Yingke's online dating app "matchmaking", instant team real-life dating app "orange", and so on.
The hot Internet dating platform has also been sought after by capital.
In the past April, Shantou off order dating platform "off order Superman" completed million financing; In 2020, Tangbai app will complete the pre-A round of financing; Iraq announced the completion of round B financing for app, which was jointly invested by Xiaomi group and Yunjiu capital, and nearly US $100 million financing was completed in 15 months; Last year, the bachelor tavern app received millions of dollars of pre-A round of financing from GGV Jiyuan capital.
318 yuan "take away" Tsinghua boyfriend
Can the emerging Internet dating platform really solve the problem of young people getting off the bill?
Some users think these platforms are "very efficient" and have indeed found "high-quality" objects, "I took my husband from Peking University" and "I met Dr. Tsinghua and have been together".
However, some users roast that these platforms are "not as good as the propaganda". Yiyi gave up the Internet dating platform after using it twice: "it's hard to find what feels right." Some users also roast that "it's hard to say how beautiful they are" and that "if they are less than 180, they will add 3-5cm to themselves".
Bullwhip also experienced multiple internet dating platforms with high degree of market discussion. Take "Ivy League love" as an example. Log in to its wechat applet and select basic information such as gender and birthday to enter the home page. To use the function of making friends, you need to continue to improve photos, academic certification and personal introduction, such as "what kind of family you come from", "what kind of person I am", "my work", "personality", etc.
After completing the review and verification of the data, the system will recommend ten dating objects every day. The left stroke indicates dislike, the right stroke indicates like, and you can start chatting after "like each other".
It should be emphasized that only when the two sides choose each other can they start chatting. Viewing "people who like me" and "recent visits" both cost "sinomeni coins", and unlocking one requires 100 sinomeni coins.
According to the rules of the platform, one sinomeni coin is 0.1 yuan and 1000 are charged. If you want to unlock all, you need to open an Ivy League member, 198 yuan / month, 318 yuan / season and 488 yuan / year.
In addition to Ivy League love, other Internet dating platforms also charge a certain fee.
For example, "slash youth" charges 199-1999 yuan according to different packages; The blooming flowers on the street cost 49 peach blossoms for each submission of information to the exciting guests. One peach blossom is worth 1 yuan. It costs 199 yuan and 499 yuan to open the monthly card and quarterly card members respectively.
Some users believe that the Internet dating platform charges a lot and is expensive. "You need money to see people's data. This thing just wants to make money".
But the flower blooms on the street, and the user Yuanyuan said that some peach blossoms will be obtained in the early stage of improving the data, which is completely enough. "I just didn't charge enough money to find a boyfriend."
"I've been a member for three months." "Paying player" Xixi told whiplash Niushi that she spent 318 yuan. The platform recommended 15 dating objects to Xixi every day, and the effect was also very obvious. "She has successfully taken away Dr. Tsinghua."
"I think if you are a student, it is better to use the new dating platform. There are many people of the same age and have a wide choice. If you are anxious to get married at the age of 28 or 29, it is better to find matchmaker to recommend." Hee hee thinks.
In addition to the controversial recharge price, in the process of use, bullwhip also found that the platform also faced the problem of less user replies. Xi Xi said she often meets such people: "I don't chat very much. I don't feel like I'm here for a blind date. It's all fish farming."
The most important thing is the authenticity of the data of the dating objects recommended by the platform.
For example, platforms such as Ivy League love and flowers blooming on the street generally need to complete the verification of academic qualification by logging in to Xuexin. Most users will trust the authority of academic qualification verification of the platform. But the academic certification is not completely reliable. Some netizens told whip Niu Shi: "I have it around me. His identity and academic qualifications are bought."
Emotional "liar"
For the Internet dating platform, membership fee is a direct way to make money.
In addition to ordinary member recharge, some internet dating platforms will also provide 1v1 customized services. Taking moshang Huakai as an example, its 1v1 services include early emotional consultation, condition analysis and suggestions for users, and subsequent services to help users match objects.
"Because 1v1 service is a personalized customized service, the price varies," Anna, the person in charge of foreign affairs of moshang Huakai, said to the whip cow. The unit price of male and female strangers ranges from more than 6000 to 15000.
In addition to online services, the Internet dating platform will also organize some offline activities for members to participate. "To create more 'Pink' contact opportunities for everyone." Lin Xi said.
At present, the flowers on the street cover online dating, offline activities, and even communication groups such as marriage preparation, pregnancy preparation and decoration. Lin Xi told whips that at present, they will cooperate with some private hospitals and "push users in need from the perspective of sharing".
For the platform to do offline activities, many netizens think it is a "huge money" business.
However, Lin Xi calculated an account for the whip ox: Taking the script killing activity recently launched in Beijing as an example, the ticket cost is about 150-180 yuan, and there is usually a 10% discount for private venues. The user cost of private activities is about 220-250 yuan. One person earns about 85 yuan, and 12 people in a private event is 1020 yuan. "But we also need to bear the labor costs of early stage, late stage, on-site and document issuance, and we hardly make any money."
At present, the Internet dating industry is still in a relatively early state, and there is no standardized management system. There are many problems hidden in the rapidly developing marriage market.
Like the authenticity of personal data mentioned above, each platform also has different ways to deal with it.
"In addition to the basic audit mechanism, we will use the alumni circle and the paper search of doctoral thesis to confirm the identity of some users with risk tips." Lin Xi told the whip ox. But strengthening audit also means more labor costs.
In addition, some offline activities promoted by internet dating platforms also have authenticity problems. Whiplash cattle once asked a platform for photos of offline activities it released. The other party replied that it was a "stolen picture" and had not organized relevant activities.
Some netizens shared their experience of participating in offline dinner activities of a platform to whip Niushi: "when they went to the place, they found that there were no platform related staff at all, and some of them were married and had babies."
There are many emotional "trust" and even pig killing dishes on the blind date platform. Insiders revealed to whiplash that many platforms are subject to capital and have performance requirements. In order to meet the requirements, the platform condones some gray behaviors, and emotional "trust" is a common means.
According to the Research Report on China's Internet marriage and dating market in 2021, the scale of China's Internet marriage and dating market will reach 8.05 billion yuan in 2022.
The Internet dating platform still has a long way to go to solve the problem of "off order" of young people.